Abstract

Television advertising helps individual consumers to evaluate different cosmetic products available in the market and to select the best one which fulfils their expectation. The purpose of this study is to find the extent to which women consumers grab information from television advertising. Women take final decision related to acquiring a product and encourage others to accept the decision in their family. Television advertising is one of the best tools in the hands of the marketer, to make the consumer acquire the product. Even though a lot of money is wasted or invested in a television advertisement it detains and coerces individuals to acquire the product. This study aims to find the influence of television advertising on acquiring. In this study, both primary and secondary data were used and the primary data were collected from 100 women consumers in Puducherry. The collected data were analysed by using SPSS software, by using correlation and chi square test. This study aims to find the significant relationship between television advertising and cosmetics acquired by women consumer and the attributes liked in cosmetics advertisement on television. The findings revealed that there is a significant relationship between television advertising and cosmetics acquired by women consumer. By using the chi square test, it was found that there is a significant association between the attributes liked in cosmetic advertising and occupation of the respondents. It was also found that there is no significant association between the attributes liked in cosmetic advertising and age, educational qualification, marital status and type of family. Ms. G. Nirmala | Dr. N. Panchanatham "Influence of Television Advertising in Acquiring Cosmetics with Special Reference to Women Consumers in Puducherry" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd25215.pdfPaper URL: https://www.ijtsrd.com/management/marketing-management/25215/influence-of-television-advertising-in-acquiring-cosmetics-with-special-reference-to-women-consumers-in-puducherry/ms-g-nirmala

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